Loblaw brings back 'T' logo as U.S. tariffs hit Quebec grocery shelves
The symbol flags U.S. products facing new tariffs. Prices could rise on everything from cheese to smartphones as trade war escalates.
The day's top stories, food & events — every morning at 7. Unsubscribe anytime.
Loblaw is bringing back its "T" logo across Quebec grocery banners — Provigo, Maxi, Maxi et Cie and Pharmaprix — to flag U.S. products facing new tariffs. The symbol will help shoppers identify which items may cost more in the coming weeks.
The logo first appeared in March 2025 when the U.S. imposed tariffs on Canadian goods, then disappeared last fall after the federal government wound down retaliatory tariffs in September. It's back now because trade talks collapsed Friday. After months of negotiations, the U.S. imposed 50% tariffs on billions of dollars worth of Canadian exports effective August 22. Canada is responding with $27.6 billion in counter-tariffs set to kick in September 8, covering everything from American cheese and toilet paper to smartphones, washing machines and plastic packaging.
Loblaw CEO Per Bank said the company will not profit from the tariffs — any price increases will reflect actual cost impacts. The company will also work to source domestic alternatives where possible. The "T" logo will appear on a small number of products initially, but the number will grow as tariffs extend to more categories. A maple leaf logo identifying Canadian-made products will continue to appear alongside it.
Montreallers already dealing with rising grocery costs have been watching this closely. As HOC reported in July, Québec solidaire launched a national campaign against rising grocery prices, and residents have been searching for any relief as food inflation persists.
Will Loblaw actually pass through only the tariff cost, or use the uncertainty to raise margins?
How many Canadians will see the 'T' logo and switch to domestic alternatives, and will enough domestic supply exist?
We'll update this story as answers emerge.
The facts
When did the U.S. impose the tariffs that triggered Loblaw's response?
The U.S. imposed 50% tariffs on billions of dollars worth of Canadian exports effective August 22, 2026.
What does Loblaw's 'T' logo identify?
The 'T' logo flags U.S. products facing new tariffs so shoppers can identify which items may cost more in the coming weeks.
When will Canada's counter-tariffs take effect?
Canada's $27.6 billion in counter-tariffs on American goods including cheese, toilet paper, smartphones, and washing machines are set to kick in September 8, 2026.
Which Loblaw grocery banners in Quebec will display the 'T' logo?
Provigo, Maxi, Maxi et Cie, and Pharmaprix will display the 'T' logo across Quebec.
